If you’ve been using Facebook for marketing over the last 5 years like I have, you know the engagement “ship” has been sinking. Brands hoping to grow their Facebook pages organically and use them to generate legions of fans and leads have had a rude awakening.
Marketers too have been left scratching their heads and trying to find a way to reach the audience they worked so hard to build. It doesn’t look like the answer is coming anytime soon, in fact, it’s getting worse.
A new report from Buzzsumo shows Facebook engagement for brands has gone down 20% this year. Buzzsumo analyzed over 880 million Facebook posts published by brands and publishers over the last year.
In this sample, the average number of engagements fell from 340 to 264 over the first six months of the year, as shown in the chart below.
The test includes “engagements for all posts, including those supported by paid promotion.”
Why Is This Happening?
The “WHY” seems pretty obvious: There’s just too much content!
According to Facebook, there are now on average 1,500 stories that could appear in a person’s feed. So competition is increasing and not everything can be shown.
So what can you do about this?
The quick answer is to create more engaging content, but let’s face it if your business is installing Air Conditioners or you’re a B2B even the most creative minds are going to struggle with coming up with shareable content.
Facebook Ads. Paid ads are still the best way to get your content and offer in front of not only the people who like your page but you can create an audience based on demographics to expand your reach.Email Marketing
Email Marketing: If you are not using Email Marketing to get your message to your potential clients you are missing out! Facebook can’t get its restrictive hands on your email list! Email Marketing is still the highest converting platforms for
Email Marketing is still the highest converting platforms for nearly all brands.
Other Social Platforms: Twitter Linkedin Pinterest and Instagram are still great options for engagement and traffic.
It’s important to remember that you are using someone else’s platform. You don’t own Twitter Facebook or Snapchat. If they want to restrict your access to that audience they can. The best strategy is always to drive traffic to your site and use lead magnets to capture emails. That way you will always have a direct line to your audience!